Abstract：Based on the SIPS model, which describes the whole process of customers from capturing product information to generating consumption intention, this paper puts forward the idea of SIPS marketing of public library cultural and creative products, which takes the participation of multiple subjects, open source development channels, multi-dimensional value-added products and cross domain marketing communication as the core links. The results show that public library's cultural and creative products marketing should take resonance as the axis to stimulate the initiative of multi-agent collaborative participation in cultural and creative development. Taking confirmation as a guide, it should form an integrated development pattern of independent development and joint development, and create a cultural and creative product cluster with interactive valueadded experience through participation. Based on diffusion, it should improve the premium of cultural and creative products relying on multi-touch marketing network.
罗静. 基于SIPS模型的公共图书馆文化创意产品营销实践路径研究[J]. 图书馆工作与研究, 2021, 1(6): 24-29.
Luo Jing. Research on the Practice Path of Public Library Cultural Creative Products Marketing Based on SIPS Model. Library Work and Study, 2021, 1(6): 24-29.